We are operating in a climate of consumer activism and empowerment that can show up in brand dislike, even hate, both of which make indifference sound like a godsend. Consumers always vote with their pocketbooks. That’s both good and bad news for retailers. Activist consumers have made their voices heard for centuries, through collective movements and boycotts, and as positive grassroots brand builders. No one wakes up wanting to trash a brand or feeling their once-trusted brand has failed to share their values. Resisting investor activist pressure requires enormous tenacity, and responding to the needs of all consumer stakeholders takes equal stamina. Retail leaders must engage with influencers and policymakers to survive disruptions. Customers want reliable brands. When real income and spending power are down, retail is often the first line of resistance as consumers engage in principled spending. America has a long history of consumer activism, with moments like the Boston Non‑Importation Agreement and the Montgomery Bus Boycott prompting significant policy changes. Social media has amplified consumer sentiment, allowing individuals to campaign against brands effectively. The polarization of consumer activism poses a heightened threat to brand identity and reputation. Retailers need to strategically manage their responses to avoid potential backlash and ensure trust with consumers, as relationships built on respect and shared values are crucial for success in a challenging marketplace.
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